OTTs hit pause button on box office flops
New Delhi: Streaming platforms once considered havens for niche, non-mainstream narratives are no longer willing to splurge on movies that failed to resonate with theatergoing audiences.
For instance, Kapil Sharma's Zwigato could not strike an OTT deal following its lackluster box office performance. Services are also exercising caution, refraining from courting controversy with political drama, The Kerala Story, despite its successful theatrical run.
“There is a realization among OTT players that there is no real value in paying crazy prices for films that do not bring great results and whose viewership drops almost immediately. Especially, if the film hasn't found takers at the box office, there is no point in loosening the purse strings and striking deals unless everyone can agree on a really reasonable price," said Yusuf Shaikh, business head, feature films at production and distribution firm Percept Pictures.
Furthermore, services no longer want to strike package deals with producers for multiple films, and prefer to pick and choose individual titles now, Shaikh added.
The other big takeaway is that audiences are loyal to the content, and not platforms, and will not think twice before moving to a different service provider despite having enjoyed programmes on a specific platform.
A senior executive of a streaming platform said even after controlling budgets and staying away from direct-to-digital acquisitions, as was common during the first wave of the pandemic, OTT players have learnt another lesson. “Platforms have burnt their fingers yet again with films such as Bheed or Gumraah, which were purchased as part of package deals, but didn't deliver results. Everyone is being choosy, and realises that they don't need more content than they require. And two, box office success is some indication of whether the audience is interested in the film."
The person said at least 30-40 Hindi films ready for release haven't been able to sign OTT deals due to uncertainties surrounding their box office success. As far as controversial subjects, such as The Kerala Story go, platforms would rather not ruffle any feathers, he added.
That said, big-ticket films riding on front-line Bollywood stars are wielding significant influence as potential game-changers. While producers recognize the allure of star power, they are no longer interested in investing heavily on publicity and advertising to promote these titles in cinemas. Instead, they are happy to support OTT players, who are willing to help recover the entire production cost, by leveraging a star‘s appeal.
While Bawaal started streaming on Prime Video last weekend, Shahid Kapoor-starrer Bloody Daddy on JioCinema is the most watched Hindi film on OTT (with a viewership of 16.6 million) for the January to June period, according to a report by media consulting firm Ormax.
“These star films are seen as golden deals for OTT libraries, and a lot of them not only recover their cost of production but also make a substantial profit on direct-to-digital deals," independent trade analyst Sreedhar Pillai said.
Source: Live Mint
Related Posts: BAWAAL,AMAZON PRIME VIDEO,ZWIGATO,THE KERALA STORY,STREAMING PLATFORMS,NICHE NARRATIVES,NON-MAINSTREAM,OTT DEAL,THEATERGOING AUDIENCES
Good news for all the OTT viewers who were keenly waiting to watch Barbie at home with their friends and family. Greta Gerwig's box office blockbuster is available on OTT. The movie can be watched on rent on Prime Video for ₹500. The biggest film of the year stars Margot Robbie and Ryan Gosling as the Mattel dolls, Barbie and Ken.
Despite facing a tough competition from Nolan's Oppenheimer, Barbie earned a massive success at box office. The two movies also created a phenomenon named Barbenheimer.
The news of Barbie's relese on OTT was shared by Pime Video on its social media accounts.
"Did we hear you say hi barbie? Barbie now available on #PrimeVideoStore, rent now," said the caption of Prime VIdeo's post on instagram.
The movie was directed by Greta Gerwig and earned her the title of first solo female director to earn $1 billion from film at global box office. The movie also features actors like America Ferrera, Simu Liu, Dua Lipa, Emerald Fennell, Issa Rae, Kate McKinnon, Michael Cera and Will Ferrell. The movie's story revolves around the lead roles, Barbie and Ken, who were expelled from their world, ‘Barbie Land'. Later, the story focuses on their journey to the real world.
Source: Live Mint
Related Posts: BARBIE,BARBIE ON OT,MARGOT ROBBIE,RYAN GOSLING,WHERE TO WATCH BARBIE,PRIME VIDEO,AMAZON PRIME VIDEO
Varun Dhawan's indirect jibe at Bhagavad Gita scene in Oppenheimer
Bollywood actor Varun Dhawan has finally broken his silence over the Bawaal controversy and took a dig indirectly at the Bhagwad Gita scene in Christopher Nolan’s Oppenheimer movie that hit the theatres on the same day as the Bawaal film, that is, July 21, on Amazon Prime Video.
The Nitesh Tiwari-directed film was trolled for its tone-deaf treatment of World War II and unwanted comparisons of marriage with the horrors of Auschwitz. Twitter users also criticized its approach to sensitive historical events.
In an interview with Pinkvilla, Varun Dhawan said that some people are sensitive about Bawaal's approach to historical events, but where does it go when those people watch an English film?
“Some people got trigged or sensitive about this. But I don't understand where that sensitivity or trigger go when they watch, suppose an English film, I'm saying for example. They're allowed to do everything there, they're allowed to take leaps and they're allowed to show things in a certain way, but you'll find that correct," Varun Dhawan told the news publication without directly naming Oppenheimer.
“I know people have got very triggered after watching a small scene in a brilliant film, recently released. It's a scene that's important to our culture and our country. But that's okay for you. You don't feel they should be more sensitive to you? So where does your criticism go then?" he added.
Several critics and reviewers across the country have expressed disappointment with an intimate scene in the film featuring a copy of the Bhagavad Gita, considered a holy scripture by Hindus. The scene ignited online fury in India, with many viewers expressing anger over what they see as religious insensitivity.
In Oppenheimer, a scene shows the character having sex while reading out verses from an ancient Sanskrit scripture, with many social media users claiming the lines are from the Bhagavad Gita. They demanded the removal of the sequence from the movie.
Source: Live Mint
Related Posts: BOLLYWOOD ACTOR VARUN DHAWAN,VARUN DHAWAN,BAWAAL CONTROVERSY,BAWAAL NEWS,VARUN DHAWAN NEWS,BAWAAL CONTROVERSY UPDATE,VARUN DHAWAN ON BAWAAL CONTROVERSY